In the realm of social media advertising, Twitter has procured a specific role, primarily for businesses to build brand awareness, but also allowing them to advertise, offer special promotions, provide customer support, answer questions, and more, all in 140-character bursts.

However, one thing that has been missing from the platform is the ability to show highly targeted tweets to users based on unique characteristics, such as location. When it comes to advertising, this ability can be incredibly advantageous, as it allows companies to get specific information to the most relevant of their followers without bombarding others, which improves the overall effectiveness of their tweets.

Late last week, Twitter announced that it was going to start offering targeted Promoted Tweets, which give brands the opportunity to reach out to specific audiences on the social network without sending a tweet to all of its followers. Advertisers will be able to compose targeted tweets with the new Tweet Box on Twitter Ads, and (as is the case with all Promoted Tweets) they’ll only have to pay when users actually engage with them. Twitter ensures that those tweets that receive the most engagement are likely to appear more often.

Brands can use this new feature in a multitude of ways. For example, when a global company releases a product on different dates in a variety of countries, they can send tailored tweets to only those followers in a specific region on the launch date.

Twitter has been testing these new tailored Promoted Tweets for a few weeks now with British Airways, Coca-Cola, the Washington Post, and Wendy’s, but the feature is now available to all advertisers on the site.